ColourCraft Studio wins mandate for Girnar

The Mumbai-based agency will be responsible for the creative and digital duties of the tea brand.

ColourCraft Studio has won the creative and digital mandate for Girnar Food & Beverages.

Aditi Gandhi, partner and co-founder of ColourCraft Studio, says, "We are delighted to receive this mandate from one of India's finest companies. It is going be an exciting challenge to position Girnar's offerings as a youth product, while maintaining the stronghold it has with the more traditional customer base. We are confident that our 360-degree marketing strategy will strike the right chord with both the target groups."

The Mumbai-based agency will devise creative and digital direction for Girnar which was established in 1974. Girnar boasts of a range of high-quality black and green teas with a variety of flavours and infusions, available through supermarkets, stores and online portal www.chaichai.in.

"Girnar wants to reach out more to the youth who have a plethora of tastes and choices, and demand constant product innovation - all of which fits extremely well with Girnar's DNA. We have been working with CCS for the last four months to establish a strategy to attract that target segment, while maintaining our ties with our current TG," says Sachin Bhansali, director, Girnar Food & Beverages.